The inflection point for brand-integrations into movie IP is now extending far beyond the theatrical release. And some of the most anticipated theatrical releases are ‘born’ out of serialized anime or TV series. Build integrations through a dual lens: in-the-moment hype and prolonged exposure. Design campaigns that deliver benefits to viewers (and return results to your brand) across both horizons.

IP partnerships into entertainment have a positive impact for brands, with 3 in 10 consumers more likely to follow and purchase when they are favorite IPs and celebrities are involved. Seek the advice of experts who have a strong understanding of audience behavior across the entire media ecosystem and proven expertise with both mainstream and niche entertainment IP to maximize the return on your investments in this space.

Partnering with anime IP allows brands to connect with a a broad base of consumers through culture. It is no longer a niche and, especially among Millennials and Gen Z, it has the same level of mass culture penetration that Western franchises like the Marvel cinematic universe, Star Wars, or the Disney princesses have. Unlike these franchises, the market for anime IP-inspired brand partnerships is considerably less saturated.

Time and attention are two of the hardest things for marketers to capture, especially with a Gen Z audience. With this cohort going to the cinema more than ever and committing their time to the only screen that gets ~100% attention, integration into movies allows for unparalleled time-spent-with-brand. Aligning products with characters who represent your brand ethos means one can secure attention and relevance on one screen as part of a broader entertainment marketing mix.